Brand Guidelines

Version 1.0 · Summer 2026

01

Foundations & Voice

  • Our story03
  • Our mission04
  • Our vision05
  • Our positioning06
  • Voice & personality08
  • Brand archetype11
  • The role we play13
 02

Logo & Mark

  • Primary wordmark21
  • Colourways22
  • The mark24
  • Clear space26
  • Misuse28
  • Minimum sizes30
  • Icon suite31
  • Social33
 03

Colour

  • The six colours35
  • Pairings & contrast38
  • Pantone references40
  • Applying colour41
 04

Typography

  • Satoshi45
  • Saira Light47
  • Hierarchy & scale49
 05

Brand in Action

  • Out of home29
  • On screen30
  • Swing tags & labels33
  • Packaging35
  • Apparel40
  • Gifting41
  • The mark, planted42

Foundations & Voice

Who Patch is, what it believes, and how it sounds saying so, from a homepage headline to a sold-out apology. Every quoted line in this chapter is live copy, lifted word for word from the storefront.

01

Our story

Patch started in London in 2015 on a simple observation: cities are short on green, and most of us are short on confidence. So Patch made plants easy — grown by trusted growers, delivered safe in a box built for the job, and named like a friend. Since 2023 it has been part of the Arena Flowers family, held at 4.7 stars by more than 15,800 reviews.

02

Our vision

A living thing in every home, office and forgotten corner of the UK, and a generation of city dwellers who call themselves plant people without flinching. When someone kills their first fern and tries again anyway, that is the vision working.

03

Our positioning

Patch sits between the garden centre and the boutique: more knowledge than the supermarket shelf, more warmth than the horticultural catalogue. We compete on confidence, not on price. The promise is never “the rarest plant”; it is “you can do this, and we are here when you wobble.”

04

Our mission

“Plants make life better, so we make plants easy.”

Voice & personality

The register, how far it flexes, and where it sits between the poles

Warm, plain-spoken, playful, honest. We know the botany; we translate it.

The voice is a friend who happens to know everything about plants: quick to encourage, allergic to jargon, honest about how hard a plant really is. Playful, never silly. Think of the discipline of a great toy brand: joy, with rules.

Expression

PlayfulSerious SimpleComplex CasualElite YoungMature FriendlyAuthoritative LoudQuiet AdventurousSecure

Read every line as a dial, not a switch.

How far the point sits from the middle is how little the voice flexes. Simple and friendly are close to absolute — there is no register in which Patch is complex or bossy. Young to mature sits almost dead centre, because the same sentence has to work for a first flat and a lifelong gardener.

The last two lines lean the other way, and that is the whole discipline: warmth is not volume. The proof does the shouting, so the copy never has to, and security is chosen over adventure every time money is involved.

Brand archetype

Three of the twelve, in the proportions Patch actually uses them

49% Caregiver

Most of the store exists to remove worry: the 30-day Patch Promise, plant doctors on call, care cards in every box, a replacement before an argument.

29% Sage

Real botany sits under every line, translated rather than performed. Guides, courses and honest difficulty grades do the teaching.

22% Explorer

Finding, not just buying. A matchmaker quiz instead of a search box, filters that cut hundreds of plants down to the one your windowsill wants, and the Mediterranean carried home in a nursery pot.

The role we play

A friend who advises, never a leader who instructs

Patch stands beside the customer, not above them: the warmth of a friend, the knowledge of an adviser. The customer keeps charge of their own windowsill; we make the next decision easier.

Colour

A working green, warm paper, fresh growth, soft soil, a blush of flowers and one teal that gets clicked.

The six colours

Select a band for RGB, CMYK and usage notes.

Pairings

Compost Ink on Potting Cream15.3 : 1, body text
Potting Cream on Patch Sage5.0 : 1, buttons and nav
Compost Ink on New Leaf9.2 : 1, accent panels
Compost Ink on Peony Blush12.4 : 1, badges

Two pairings never to set: New Leaf text on Patch Sage falls to 3.0 : 1, Potting Cream on New Leaf to 1.7 : 1. Watering Can and Potting Cream measure 4.47 : 1 in either direction — a hair under the 4.5 : 1 floor for small text, comfortably over the 3 : 1 floor for large. So the call-to-action button label is set at 17 px Satoshi Medium or above, and Watering Can as a text link is underlined rather than set at body size.

Pantone references

PANTONE®
2407 C
Patch Sage
PANTONE®
663 C
Potting Cream
PANTONE®
5777 C
New Leaf
PANTONE®
419 C
Compost Ink
PANTONE®
705 C
Peony Blush
PANTONE®
7716 C
Watering Can

Closest coated references. Two are tight enough to specify with confidence: Compost Ink to 419 C at ΔE 2.08, Peony Blush to 705 C at ΔE 2.18. New Leaf (5777 C) and Potting Cream (663 C) are not — both drift visibly from the screen colour in ink. That is expected of pale, low-saturation colours, whose hex values sit outside what Pantone’s physical gamut can reach. Treat those two as a starting point for a press check, never as a match, and sign off on a drawdown rather than the chip.

Applying colour

On screen, Potting Cream carries most of the page, softened to #FDFEF7 to halve the yellow cast and sit kinder on backlit displays. Patch Sage is the brand: logo, nav, headings, the green everything is set in. Watering Can is the call to action — buttons, links, anything that asks to be pressed — so the thing to click never hides inside the brand colour.

In print and packaging the balance warms up: more sage ink on kraft and cream stock, New Leaf tissue in the box, Peony Blush on gift moments. Watering Can shrinks but does not vanish — it holds the same job it has on screen, marking the one thing a printed piece wants you to do.

Typography

Satoshi speaks up; Saira Light reads like a botanical tag. Together they sound like Patch.

Typefaces

Aa

Plants make life better.

Satoshi

H1, Satoshi Bold52 / 63 · −0.008 em
H2, Satoshi Medium32 / 39 · −0.002 em
Subhead, Satoshi Regular20 / 24 · +0.005 em
Eyebrow, Satoshi Bold caps12 / 16 · +0.20 em
Weights in use400 · 500 · 700

Satoshi handles every headline, button, price and nav item, and the wide-tracked caps that label a section. Negative tracking only at display sizes. One H1 per page, no exceptions.

Aa

Water when the top layer of soil feels dry.

Saira Light

Body, Saira Light12 / 16 · +0.03 em
Caption, Saira Light8 / 10 · +0.01 em
Weights in use300

Saira Light sets every word of this document and every word of the site: body copy, care specs, captions and legal lines. One weight, never faked bolder — the lightness is the point. Never below 12 px on screen, and lean into the wide tracking on specs and plant tags.

Hierarchy

StyleSizingNotes
Fresh from the greenhouse
Satoshi Bold52 / 63
−0.008 em
Page titles and hero statements. One per page.
Easy-going plants for busy people
Satoshi Medium32 / 39
−0.002 em
Section heads and PDP titles.
Delivered to your door, alive and thriving
Satoshi Regular20 / 24
+0.005 em
Intros, standfirsts, card leads.
Plant care
Satoshi Bold12 / 16
+0.20 em
Eyebrows and section labels, always in Patch Sage.
Cynthia is an African fig with glossy leaves and easy-going habits. She’d like a bright spot away from cold draughts, and absolutely no drama.
Saira Light12 / 16 · 15 px web
+0.03 em
Body copy. Never below 12 px on screen.
Height includes the nursery pot. Decorative pot sold separately.
Saira Light8 / 10
+0.01 em
Legal lines and image credits only.

Print & packaging

Where Patch goes to paper, the body face changes — headings never do

On physical branding — packaging, swing tags, printed collateral — the body face is Korolev Light, not Saira Light. Headings do not move: Satoshi carries every headline on paper exactly as it does on screen.

Aa

Water when the top layer of soil feels dry.

Korolev Light

Body, Korolev Light12 / 16 · +0.03 em
Weights in use300
Used forPrint & packaging only

Korolev Light is licensed for print, so it never ships to the web — Saira Light stands in for it there. Same discipline as its digital counterpart: one weight, never faked bolder. Headings stay Satoshi, unchanged from the screen spec.

Brand in Action

Boxes on doorsteps, labels on nursery pots, a tee in the greenhouse and Pippa on a high street. The system, out in the weather.

THANK YOU